This study examines the impact of two video-ad formats on digital platforms (skippable and non-skippable spots) on brand recall, brand salience, and subsequent e-commerce conversions. An experimental design shows that non-skippable ads lower immediate brand recall and direct conversion rates but build stronger long-term brand salience, which translates into future purchases. Skippable ads, by contrast, boost immediate recall yet exert less influence on later buying actions. The findings suggest the optimal format depends on campaign objectives and the purchase-journey stage. Non-skippable ads are better for brand-building, whereas skippable ads excel at short-term activation.